Cookieless Future
What does a third party cookieless marketing ecosystem look like? Third party cookies are being demised. This will impact right across the digital marketing and advertising ecosystem, affecting audience profiling, tracking and measurement. Meanwhile, multiple vendors, consultants and industry experts are exploring, assessing and developing alternative ID tracking systems and approaches. In its Summer 2020 Cookieless Collective learning series, ISBA invited many of these to present to members and you can access all materials and recording within this hub.
Google itself established its Privacy Sandbox designed to explore alternatives to 3rd party cookies, and stated that it would work cross-industry through the W3C’s Privacy Working Group alongside the rest of the browser and ad tech industries to arrive at a solution to enable both advertisers and publishers to enable continued tracking and media evaluation.
The issue is complex and moving at great pace – a combination that results in uneven and patchy learning, and mixed levels of understanding. Advertisers are daily faced with pitches about the ‘way forward’ and radical initiatives while seeking to understand the day-to-day impacts of the removal of 3rd party cookies and their role in that new future.
ISBA’s Performance and Programmatic Steering Group came up with the idea of holding a series of meetings with vendors and other industry experts to be able to amass learning around the subject collectively and from the advertiser’s perspective. This is that resource.
Look out for dates and times for upcoming Cookieless Collective Understanding sessions which we will record and make available together with vendor collateral's.
See the Documents tab for all resources
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